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27.5 million couples suffer from infertility, which takes the total addressable Indian market to $2.2 Billion and is growing at a healthy rate above 8% CAGR. 2.6 million IVF cycles performed last year, and it is poised to grow at a rate more than 20% CAGR.

We at Felicity want to disrupt the infertility market by revamping the fertility experience by building a truly patient-centric solution. Cutting down the cycle of treatment by 50%, we want to give customers a delightful and felicitous experience. With our digital product, we want to bypass social stigma by providing confidentiality to the customers which they seek. Our dedicated Fertility advisors/consultants will be in their connect 24X7 for guidance on treatment stages and procedures providing them with emotional and moral support. Felicity aims to offer personalized treatment plans to each of its customers, whereby couples can track their progress via our user-friendly mobile app. It aims to provide best in class medical excellence backed with advanced technology.

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​Infertility is one of the legacy issues for which various solution has erupted in the market. But the only thing which has not change is the way of experience. Still, couples have to undergo multiple visits for scan and routine clinical visits from one facility to another. Couples undergo lot of social stigmas and with no emotional support they end up getting a divorce.

Disruptive Innovation Framework

This frame work I learned in many of the digital based courses offered at Product Mangement courses, I've undergone. The word “Disruptive” was firs defined and analyzed by Clayton Magleby Christensen. I believe this framework is very much applicable here as this business idea is to replace the way people experience fertility experience in healthcare industry.

Based on the primary research I created a user persona which helps to point out the target customer segment and their critical pain points.

To get a more vivid view of how user would interact and goes through the entire journey of achieving a task I made a customer journey map which helps to understand what are the user goals and pain points at each stage.

I believe including target users in the ideation phase is the best way to understand what are the user’s need. I tried to plot the user requirements on the difficulty to implementation vs importance graph which helps in narrow down to the important tasks.

Low Fidelity Wireframes